- The Intelligent Marketer
- Posts
- 3 Key Newsletter Metrics to Watch
In partnership with
Hey ,
Welcome back to The Intelligent Marketer, where over 12,260 growth-minded founders, agency owners, and marketers go to learn modern marketing strategies.
Let’s dive in: 👇
Writing an email newsletter for your online business is about providing value to your audience and helping people realize how you can help them through your paid services. This means our newsletter is part of our lead generation process.
As we provide value, our audience will grow. As that audience grows, we need to reach them with our offerings. A portion of that audience will click through your link, and a portion of them will make a purchase or schedule a call.
But how do we optimize that portion of our emails that is explicitly meant for this process? Through metrics.
Let’s dive into some key metrics you should monitor and focus on to optimize your newsletter’s effectiveness.
Open Rates
Open rates are key to your email sender score, which is how email software treats your emails in their users’ inboxes. If you have an enormous list but only a few people open your emails, that’s going to hurt your score.
Some ways to increase your open rate include reworking your subject lines and providing your audience with more valuable content and resources.
Click-Through Rates
Another key metric to monitor is your click-through rate. This measures the number of people who click your call to action link.
For example, let’s say you send a newsletter out to your list of 500 people promoting your consulting services. Only a portion of those recipients will open your email, but let’s also assume your open rate is really good, around 30%. So about one in three people will open your email.
But how many of them actually click your call to action link? How many of the people reading your email will do anything about it?
You can see that this is why newsletter copy is so important. If you’re writing your newsletter but your copy isn’t engaging, your click-through rate will be poor. Of course, a good click-through rate is only good if you have the next component.
Conversion Rates
Your conversion rate measures, of those people who click your link, how many of those people actually purchase the product or schedule the call. To continue with our example above, the conversion rate would measure how many people actually scheduled a call to discuss your consulting services.
On the one hand, your conversion rate is extremely important because it’s the whole point of the other two points. On the other hand, you can’t get to the conversion rate without good open and click-through rates. So all three of these metrics are important to pay attention to.
A/B Testing
One more thing you can do to improve all three of these metrics is to run some A/B testing. You can test two different subject lines, calls to action, and layouts at the same time and see which performs better.
This will help you better understand what your audience responds to and what they’re looking for. The more you do this, the better you’ll get at writing great emails, subject lines, and CTA’s the first draft.
Some emails won’t have a focus where you’re as concerned about these metrics. For other emails, like a campaign when you’re launching a new product, these metrics are crucial. Learning to understand the ins and outs of your newsletter metrics when the stakes are low will help ensure better effectiveness when they really matter.
Ultimately, your newsletter isn’t all about these metrics. It’s about providing value. But realistically, your newsletter’s purpose is to nurture leads for your business. Keeping your finger on the pulse of these metrics will help your newsletter do what you intend it to do.
Thanks for reading!
Need a personal assistant? We do too, that’s why we use AI.
Ready to embrace a new era of task delegation?
HubSpot’s highly anticipated AI Task Delegation Playbook is your key to supercharging your productivity and saving precious time.
Learn how to integrate AI into your own processes, allowing you to optimize your time and resources, while maximizing your output with ease.
If you found value in this post and want help establishing these strategies, click the link below to book a call:
That’s all for this week!
Thanks for reading.
Eric Higgs
Founder of Summit Group
Newsletter & Email Marketing Agency
P.S. Whenever you’re ready, here’s how I can help:
If you’re reading this online, join over 4,000+ subscribers receiving regular emails helping them build, automate, and grow their business with email.
If you’re struggling to grow your newsletter, click HERE to learn more about Summit Group, our full-service newsletter agency.